Most people, not just golfers, underestimate the power of the mind and how the brain can sabotage performance.
When a weekend golfer arrives at a water hole what is the second thing he does after fishing an old ball, a water ball-out of his bag? Stepping to the tee he tells himself, "Don't hit it in the water."
What we now know in psychology, and particularly golf, is that actions follow our thoughts and images.
If you say, "Don't hit it in the water? and you're looking at the water, you have just programmed your mind to send the ball to a watery grave. The law of dominant thought says your mind is going to remember the most dominant thought.
Think water, remember water, and water likely is what you will get.
So, rather than say "Don't hit it in the water," try another instruction, like "Land the ball ten yards to the right of the pin."
You get what your mind sets. The mind works most effectively when you're telling it what to do rather than what not to do.
By changing your thinking (and you can choose how you think) you can change your performance. Put another way, if you don't like the program you are watching, switch the channel!
Learn to use your mind or your mind will use you. Actions follow our thoughts and images. Don't look where you don't want to go!